What’s to do when press releases aren’t fashionable anymore ? Some tips here from Claire Celsi via PR Daily.

1. Pitch email. More than 90 percent of reporters claim they want to receive pitches via email. Given that you’re already emailing, just put your pitch in the form of a story, with bullet points emphasizing the most important details you want the reporter to know. Here is the key to a successful pitch email:

 Google the reporter’s name. After ensuring that she still writes for the news outlet, click on one of her recent articles. Make sure it is within the same genre as your pitch. In other words, if you are pitching a health-care story, make sure she covers health care.
• Write a one-paragraph personalized intro for every email you send. “I read your series on health-care abuses in the nursing home industry…” Show some interest in the reporter’s work.
• The remaining portion of the email can be the same for every reporter. This is your brief opportunity to capture the reporter’s interest with your pitch. Make it short, and make it interesting.
• Write a subject line that gets attention and describes your pitch. “For your information” is not a good subject line.


2. Make a website posting (preferably a blog post). 
If your client has a newsroom or a blog, post your pitch material in the form of a Web article or blog post. Use story-telling language, not a standard press release format. Tag the post with keywords, and link to the company’s website or to other information, if possible. You can start a new blog on Posterous in less than 15 minutes.

3. Send a Tweet. Turn your key idea into a tweet. With a little practice, you’ll be a pro at getting your message across in one or two tweets. Ideally, it would be great to send these messages to a reporter as a direct message, but if all else fails, go ahead and say: @JeffZeleny, did you know that the most outstanding pork tenderloin sandwich in Des Moines is at Smitty’s?” (Of course, you’ll want to come up with your own tweet material.) If the reporter does not respond, follow up with an email pitch.

4. Send a Facebook message. I’m friendly with a lot of local reporters on Facebook, but not so many national reporters. Even if you’re not friends with a reporter on Facebook, you can still send them a message. Attach a link or photo if you have one.

5. Pick up the phone. Sometimes a quick conversation to gauge a reporter’s interest can save you a lot of time, especially when it seems as though a reporter is no longer covering that beat. If you keep your call brief and courteous, the reporter will be happy to point you in the right direction. If they don’t answer or are on deadline, follow up with a pitch email.

6. Offer to meet a reporter for coffee if you’re both in the same city. Sometimes reporters are looking for any excuse they can to get out of the newsroom for a while.

Better tomorrow,

PR Pret-a-Porter.